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Sprite: Camouflage Cool

Among the many new tricks Sprite's been up to lately, in defense of its turf as the official "urban" soft drink, is some effervescently Escheresque packaging, including a slammin' slim can. But it all seems so minty

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Among the many new tricks Sprite's been up to lately, in defense of its turf as the official "urban" soft drink, is some effervescently Escheresque packaging, including a slammin' slim can. But it all seems so minty fresh and clean; how come no hip-hoptical opticals, with the likes of that miniature homey Miles Thirst, the dawg doll? "You can't drink a TV spot," explains Brian Collins, head of O&M's Brand Integration Group. "If you put graphics from a soft drink commercial on a soda or a vending machine, you're missing the point of what that particular context and implied product experience are all about. We saw the slim-can packaging as a way to reinvigorate the brand, specifically at youth-focused events and venues. The graphics allowed us a way to reimagine Sprite using brand language that is new, but still builds off the brand's equity. The camouflage images of kids show them hanging out with Sprite's lemon-lime hues. It's not caffeinated; it's a chill aesthetic." Adds designer Weston Bingham, while "the silhouettes that are the key element in the designs represent individuals, together on the package they make a hybrid community
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About

Credits
Date
Apr 29, 2004
Client:
Sprite
Executive Creative Director:
Brian Collins
Creative Director:
Weston Bingham
Designer:
Iwona Waluk
Designer:
Maja Blazejewska
Design:
Ogilvy & Mather
Agency:
Ogilvy & Mather New York
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